IHR Live: Geofencing, Employer Branding & the Future of Recruitment Marketing | Stephen Anderson

Nitin speaks with Stephen Anderson, CEO of Crooton, about the evolving landscape of recruitment marketing. They explore how geofencing and location-based marketing help employers reach both active and passive candidates, and why long-term employer branding campaigns deliver better results than reactive hiring approaches.

Stephen discusses how combining geofencing with digital out-of-home advertising, social media and traditional print reinforces recruitment messaging across multiple channels. He shares how AI and third-party data help identify the right audiences and target recruitment spend more effectively, potentially reducing cost per quality application by up to 50% over 12 months.

The conversation emphasises why sustained candidate attraction strategies matter more than switching recruitment advertising on and off based on immediate hiring needs, and how recruitment leaders can move beyond job boards to build genuine long-term engagement with passive candidates.